Getting Your Customers to Talk About Their Objectives
People are best convinced by reasons they themselves discover, so getting your prospects to define their own objectives and challenges is critical to getting their buy in throughout the sales process. The following are three types of questions designed to get your prospects talking about their challenges, as it relates to achieving their objectives.
Open Questions. Your prospect has discussed his or her primary business objective. Now, how do you get them talking about why they aren’t accomplishing that objective? These questions are designed to do just that. They uncover the tip of the iceberg, and are the first step in the discovery process.
- “What are the main concerns you’re having with respect to…..?”
- “Usually people come to us for help in one or more of the following areas (list 2-3 problems you solve for people). Are any of these issues for you?”
- “Tell me more…” or “Tell me why…”
When you ask questions like this, look for the prospect to make statements like:
- “My sales are not where I want them to be.”
- “We’re spending too much on…..”
- “We’re not happy with…..”
Cause Questions. Now that you have the problem defined, the next step is to look for the reasons for the challenge. What’s causing the disparity? Typically there are several causes. Pay close attention as these are the issues you will ultimately try to resolve for the prospect. This information leads you to your presentation.
- “What are the reasons this is going on?”
- “Why do you suppose this is happening?”
- “Do you know what’s causing these problems?”
It’s vital for you to understand, even better than the prospect, what’s causing their challenges. You’ll hear things like:
- “Our current supplier is having quality and delivery problems.”
- “We don’t have the right software and our people need training.”
Keep Them Talking. Learn to direct the conversation and keep your prospects talking. When they are talking, they are giving you valuable information. When you’re monopolizing the conversation, you’re losing an opportunity to discover what will motivate them to take action. Add these types of questions to your repertoire and you’ll gain a deeper understanding of the issues.
- “Tell me more about that.”
- “What else is there?”
- ”Is there anything else?”
- “Could you be a little more specific?”
With these three types of questions, you should be able to encourage prospects to fully define their key challenges, which is a critical first step in the qualifying process.